ADVERTISING / ART DIRECTION / COPYWRITING / BRANDING / OUTDOOR / COLLATERAL / EB DESIGN / PHOTOGRAPHY / ILLUSTRATION
With funding from the Robert Wood Johnson Foundation and in partnership with LOHP.org and Underground Advertising, we created a campaign about dignity and health awareness for domestic workers, by advertising for a group of domestic workers. Part of the project was to educate the workers on how to be a client for their own ad campaign. We gave them a crash course in strategy and advertising as we took them through the process of creating their campaign. In weekly meetings over the course of several months, we worked with them to create effective messaging and collectively they chose a name, La Colectiva, their identity and advertising concepts from options we presented.
Our vision was to feature the women in a dignified way, showing that they are proud of the work they do. We envisioned glamorous portrait photography. We reached out to celebrity photographer, Joseph Cultice (whom we worked previously on the Rockettes campaign). We rented a home (the kind the women actually work in) in a posh San Francisco neighborhood for the location. Their portraits were featured on billboards, buses and other outdoor media around San Francisco.
To help La Colectiva educate their clients about the health hazards of toxic chemicals in cleaning products, we created postcards and a brochure. The postcard concepts showed that most cleaning products could adversely affect the health of a home as well as the health of the workers who clean it. The brochure was a Spanish/English guide that the worker could go through with the client on the first visit so they could establish safe ways to clean.
After the launch of the campaign, this once shy group of women became fierce advocates of rights and dignity for domestic workers. Follow them on Facebook.